Key Points
Apples announcement to enable RCS (rich communication services) messaging has sparked much excitement by upgrading the traditional SMS and opening up rich communication between Apples iMessage to Googles inbox on Androids...
RCS is an interactive messaging protocol which enables features such as two-way communication, exchange of text/pictures/videos, group conversations, read receipts, lead generation and other advantages as compared to the traditional SMS...
In its latest Universal Profile 2.4 update for RCS, GSMA says, The Universal Profile contains core features such as capability discovery (interoperable between regions), chat, group chat, file transfer, audio messaging, video share, multi-device, enriched calling, location share and live sketching...
While Apples new demo video showed a peer-to-peer conversation, the company had previously committed support to Universal Profile 2.4 which means Apple could open up the channel for enterprise communication to their consumers, said Inderpal Mumick, chief executive at global RCS operator Dotgo, which was recently acquired by Indias Gupshup...
It must be noted that although the share of Apple devices in India is less than 5%, these are premium users of majority digital services, doing multiple transactions and a prime target for most marketers, Mumick said, adding that Apple RBM will surely command good volumes...
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